GSTV Drove Ice Cream Bar Sales in Cross-Branded Campaign

Campaign Overview

Creative on GSTV encouraged viewers to “fuel their car, and then fuel yourself” with a variety of iconic ice cream brands available inside the c-store.

For our measurement approach, Circana modeled campaign impact on brand SKUs by channel, using store-level data to isolate GSTV-influenced lift to volume sales. Our measurement partner was Circana.

Key Results

+2.8%

C-Store Sales Lift

(Cross-brand)

+2.2%

Mulo Sales Lift

(Cross-brand)

$2.77

Incremental ROAs

(Across All brands)

Source: Circana cross-sectional regression model, p-value <.0001.